Philip Morris launches Marlboro menthol in Mexico

Published on February 18, 1999.

MEXICO CITY--Philip Morris Mexico launched its Marlboro Menthol thismonth in a bid to grab a share of this segment of the cigarette market. Menthol cigarette sales have been relatively stable over the past few years and represent about 3.1% of the overall cigarette market, Philip Morris says.

Marlboro is already the single most popular cigarette brand in Mexico, although legitimate sales are undercut by the illegal import of U.S.-made cigarettes. The Marlboro Menthol launch is backed by an advertising campaign from Leo Burnett Co., which handles the Marlboro account in Mexico and internationally.

Ads have been placed with broadcaster TV Azteca, pay-TV system Multivision and radio, and are appearing in leading newspapers in the capital and major cities around the country. Point-of-sale materials are also promoting the launch. A magazine campaign is scheduled for March.